Friday 18 November 2016
Tuesday 15 November 2016
Media plan
MEDIA PLAN FOR TESHIE MANGOASE "DESILTING OF GUTTERS PROPERLY "CAMPAIGN.
SITUATION ANALYSIS
Sanitation related problems has increased and gained momentum in our society and as a result of this, various environmental bodies have advocated in a change of perspective of how people manage the society. This has led to all sorts of pro- hygiene people coming together to form different hygiene-advocacy groups. These groups have done their best to organize various clean-up exercises which help to keep our environment clean and tidy. Some of such groups include the “keep the environment clean” campaign and the “good life, live it well” campaign. However, it has come to our notice that even though people try their best to tidy up their surroundings, they forget to properly desilt their gutters and this action many a time, causes our gutters to be choked so that when it rains, it causes the whole place to be flooded. So is the case for Teshie Mangoase area, a suburb of Accra, where there has been quite a number of flood cases recorded over the years.We have therefore decided to launch an advertising campaign that will educate the people of Teshie Mangoase on how to properly clean their gutters and prevent them from having all the related problems that comes with improper desilting of gutters. This campaign, we plan to launch in December 2016, but will run through to December 2017.
MARKETING OBJECTIVES/ STRATEGIES
Maintain positive perspective that people have regarding environmental sanitation, and launch the “desilt gutters properly” campaign. This campaign will be launched as an upgrade of the already existing “keep your surroundings clean” campaign which has brought a lot of people on board.
The business goal is to increase awareness of the “desilt your gutters properly” campaign and bring on board about a million people by middle of year 2017. It will do so by attracting the populace in three ways:
Massive publicity and promotion during launch period and throughout stipulated campaign- running months.
Entice and stimulate people’s interest by giving out souvenirs
Involve recreational activities during campaigns so that everyone can join in and not get bored even as they work in happiness.
Advertising time period: November 2016 through to August 2017.
Media budget: ȼ100,000 (For clean environment and desilting of gutters properly campaign.)
Promotional activity: Campaign running on major television and radio networks and fliers and posters will go out to increase awareness.
Seasonality: Keeping our gutters free becomes very imperative during May- August because that is about when the rains usually come (rainy season in Ghana) and therefore if our gutters are not properly desilted, it may cause them to be choked and bring about flooding. The campaign will however run through the entire year.
Problem background analysis.
Over the past few years, (more specifically since about 3 years ago), cases of flooding has been recorded in remote places during the rainy season. Teshie Mangoase is an example of an area that has recorded some number of flooding cases. A lot of money has been invested into clearing the social remnants of this occurrence. About ¢10,000 has been spent by the Ghana Health Service on advertising the people on the need to keep their gutters clean. About 70% of this money used on TV advertising, 10% radio, 5% newspaper, 5% magazines and 10% Internet.
Advertising Objective
To generate awareness among the people of Teshie Mangoase about the ongoing “desilt your gutters properly” campaign and this campaign's focus will base on the youth who are between the ages of 15-39 years as the target audience.
MEDIA STRATEGIES
Generate awareness of the ongoing campaign among the people of Teshie Mangoase especially and indulge them as well.
2. Achieve the following communication goals:
Average cleaning of gutters every Saturday in the week: Reach Frequency
Youth 15-39 50% 4
3. Schedule campaign advertising which will be run every Friday- Sunday to compliment the start and end of the weekend where people are usually free from work, and provide full year round support of campaign with additional supply of cleaning materials starting in January 2017.
Media Strategies
The pioneer advertising campaign “Good life, live it well” has been a success over the last few years and has gained a lot of recognition, hence the 2017 “Desilt gutters properly” media plan will recommend a continuation of the healthy living brand, using radio and television as the primary medium, with newspapers and internet as the secondary medium because the people in the Teshie Mangoase area (who are our target group) have some form of formal education. For the launch of the “desilt gutters properly” campaign, a significant portion of the healthy living campaign media funds will be allocated to outdoor. Our campaign will use television and radio as primary medium because a research conducted in the area showed that each household has at least a radio set or a television set, and these will provide a high reach to the target audience and there will also be continuity of the message. Our campaign will also use posters and fliers to increase the people’s awareness of the ongoing campaign. There will also be advertisements of the campaign placed on various internet portals and pop up ads during internet live streaming sessions.
Broadcast (TV and Radio)
Our campaign will be run on the local stations that the people can actually relate with.
GTV- 7:00 news, where most people will be available to watch and see the ad being run.
UTV- Road to Destiny, Simply Maria, Passion and Power. These programs are the ones people really watch on UTV.
Adom TV- Kumkum Bagya, Veera.
Metro TV- Rosa Diamante telenovela, Santa Diabla.
TV3- Abyss of Passion, Power of Destiny.
Radio
Obonu FM, Accra FM, Adom FM, Neat FM, OK FM, Peace FM.
Internet- Pop – Up ads
Ambient and Or Transport Media
Our campaign is directed towards the people of Teshie Mangoase and hence, the “Tro-tro” buses going towards that area will be branded with the campaign message. Also, there will be a campaign ad on the bus stop stand in the area so that everyone can see it when they pass by.
SUMMARY
We have done an exclusive and extensive research into the said area and found out all the media channels that they usually pay attention to and have made provisions for the ad to be run on them. We have also found out about the time of the when the rains come down and when most it affects the people with flooding and have also made plans for the campaign to be run during that time. The budget allocated to the campaign is highly substantial and we believe it can cover all the expenses that will be made. Also, we have pilot- tested the ad on a small scale in the communities and are sure that it will hold water should our plan be implemented.
SITUATION ANALYSIS
Sanitation related problems has increased and gained momentum in our society and as a result of this, various environmental bodies have advocated in a change of perspective of how people manage the society. This has led to all sorts of pro- hygiene people coming together to form different hygiene-advocacy groups. These groups have done their best to organize various clean-up exercises which help to keep our environment clean and tidy. Some of such groups include the “keep the environment clean” campaign and the “good life, live it well” campaign. However, it has come to our notice that even though people try their best to tidy up their surroundings, they forget to properly desilt their gutters and this action many a time, causes our gutters to be choked so that when it rains, it causes the whole place to be flooded. So is the case for Teshie Mangoase area, a suburb of Accra, where there has been quite a number of flood cases recorded over the years.We have therefore decided to launch an advertising campaign that will educate the people of Teshie Mangoase on how to properly clean their gutters and prevent them from having all the related problems that comes with improper desilting of gutters. This campaign, we plan to launch in December 2016, but will run through to December 2017.
MARKETING OBJECTIVES/ STRATEGIES
Maintain positive perspective that people have regarding environmental sanitation, and launch the “desilt gutters properly” campaign. This campaign will be launched as an upgrade of the already existing “keep your surroundings clean” campaign which has brought a lot of people on board.
The business goal is to increase awareness of the “desilt your gutters properly” campaign and bring on board about a million people by middle of year 2017. It will do so by attracting the populace in three ways:
Massive publicity and promotion during launch period and throughout stipulated campaign- running months.
Entice and stimulate people’s interest by giving out souvenirs
Involve recreational activities during campaigns so that everyone can join in and not get bored even as they work in happiness.
Advertising time period: November 2016 through to August 2017.
Media budget: ȼ100,000 (For clean environment and desilting of gutters properly campaign.)
Promotional activity: Campaign running on major television and radio networks and fliers and posters will go out to increase awareness.
Seasonality: Keeping our gutters free becomes very imperative during May- August because that is about when the rains usually come (rainy season in Ghana) and therefore if our gutters are not properly desilted, it may cause them to be choked and bring about flooding. The campaign will however run through the entire year.
Problem background analysis.
Over the past few years, (more specifically since about 3 years ago), cases of flooding has been recorded in remote places during the rainy season. Teshie Mangoase is an example of an area that has recorded some number of flooding cases. A lot of money has been invested into clearing the social remnants of this occurrence. About ¢10,000 has been spent by the Ghana Health Service on advertising the people on the need to keep their gutters clean. About 70% of this money used on TV advertising, 10% radio, 5% newspaper, 5% magazines and 10% Internet.
Advertising Objective
To generate awareness among the people of Teshie Mangoase about the ongoing “desilt your gutters properly” campaign and this campaign's focus will base on the youth who are between the ages of 15-39 years as the target audience.
MEDIA STRATEGIES
Generate awareness of the ongoing campaign among the people of Teshie Mangoase especially and indulge them as well.
2. Achieve the following communication goals:
Average cleaning of gutters every Saturday in the week: Reach Frequency
Youth 15-39 50% 4
3. Schedule campaign advertising which will be run every Friday- Sunday to compliment the start and end of the weekend where people are usually free from work, and provide full year round support of campaign with additional supply of cleaning materials starting in January 2017.
Media Strategies
The pioneer advertising campaign “Good life, live it well” has been a success over the last few years and has gained a lot of recognition, hence the 2017 “Desilt gutters properly” media plan will recommend a continuation of the healthy living brand, using radio and television as the primary medium, with newspapers and internet as the secondary medium because the people in the Teshie Mangoase area (who are our target group) have some form of formal education. For the launch of the “desilt gutters properly” campaign, a significant portion of the healthy living campaign media funds will be allocated to outdoor. Our campaign will use television and radio as primary medium because a research conducted in the area showed that each household has at least a radio set or a television set, and these will provide a high reach to the target audience and there will also be continuity of the message. Our campaign will also use posters and fliers to increase the people’s awareness of the ongoing campaign. There will also be advertisements of the campaign placed on various internet portals and pop up ads during internet live streaming sessions.
Broadcast (TV and Radio)
Our campaign will be run on the local stations that the people can actually relate with.
GTV- 7:00 news, where most people will be available to watch and see the ad being run.
UTV- Road to Destiny, Simply Maria, Passion and Power. These programs are the ones people really watch on UTV.
Adom TV- Kumkum Bagya, Veera.
Metro TV- Rosa Diamante telenovela, Santa Diabla.
TV3- Abyss of Passion, Power of Destiny.
Radio
Obonu FM, Accra FM, Adom FM, Neat FM, OK FM, Peace FM.
Internet- Pop – Up ads
Ambient and Or Transport Media
Our campaign is directed towards the people of Teshie Mangoase and hence, the “Tro-tro” buses going towards that area will be branded with the campaign message. Also, there will be a campaign ad on the bus stop stand in the area so that everyone can see it when they pass by.
SUMMARY
We have done an exclusive and extensive research into the said area and found out all the media channels that they usually pay attention to and have made provisions for the ad to be run on them. We have also found out about the time of the when the rains come down and when most it affects the people with flooding and have also made plans for the campaign to be run during that time. The budget allocated to the campaign is highly substantial and we believe it can cover all the expenses that will be made. Also, we have pilot- tested the ad on a small scale in the communities and are sure that it will hold water should our plan be implemented.
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